Perfumes are capable of influencing the unconscious, many people use them to be noticed by prospect mates, others simply for their own pleasure, and some artists for inspiration. Marco Vidal, Mavive sales manager, recounts that it is said that Wagner, a pioneer in multi-sensory experimentation, when in Venice used to sprinkle ‘Eau de Cologne’ about his room before starting to write his music. This is one of the many stories in which the protagonist is this remarkable perfume. Indeed, before becoming one of the most fashionable perfume in the world, it was registered as a drug and its name was ‘Acqua Mirabilis’ (water of miracles), because of its regenerative and stimulating virtues; but it was re-marketed as perfume in opposition to Napoleon Bonaparte’s decree that, in 1810, would have forced the producer to reveal its formula.
Marco Vidal says that to celebrate 225 years of ‘4711 Eau de Cologne’ they created ‘Remix Cologne’, a modern interpretation of one of their great classics that transcends generations thanks to its universality – profumer Vincent Sehaller created it remixing the original raw materials in an innovative balance from the nose. The launch of ‘Remix Cologne’ is an important project that will have Italy as driver market, but it is only one of Mavive’s many projects.
Mavive, established in 1986 in Venice by Massimo Vidal, entered the body-care sector in the early 1900s and is currently under the stewardship of the third and fourth generation of the Vidal family. According to Vidal, the market of the body-care sector used to be influenced by the product themselves, but “Now the formula is not enough, it is the concept to be important; the ability to translate the brand into unique features, to create products with a strong personality. I think of our Skull for the Police scent, such a new shape on the shelf that it alone has been able to triple sales.” With insights like this, Mavive has managed to increase sales to over 30 million euros in 2016 – a +14% growth in sales compared with the previous year – and over 60% of them were export sales. The growth is impressive also in the first half of 2017, +18% compared with the first half of 2016; in particular exports increased by 24%.
“Our forecast is to close 2017 with sales of 35 million euros;” says Vidal “on the global market we must be able to challenge the top competitors markets and if we do not have their power, we must make the most of our creativity, uniqueness, and on the reliability of an entrepreneurship style carried on by our generations of the same family. Our strength is innovation, the innovation that led us to create The Merchant of Venice brand, which is not derived from fashion, or a story, but which has culture as core value.” The project started from a museum, and it aims at the luxury end of the market with the introduction on another expression of excellent Italian manufacturing, Murano glass. The result of this project is that The Merchant of Venice alone in the first half of 2017 has increased its overall sales by 45%, with a +82% in Italy, and +39% abroad.
Ilona Catani Scarlett